Top AdTech Trends to Watch in 2025

Between AdTech and antitrust trials against Google, the Privacy Sandbox reversing course on cookie deprecation, and AdSense shaking up its revenue model, 2024 was anything but quiet for the AdTech industry.

We’re not claiming to have a crystal ball, but we do keep a close eye on where things are headed. Here are the key AdTech trends that publishers and advertisers should watch in 2025:

• First-Party Data Takes Center Stage: With stricter privacy laws and the shift away from third-party cookies, publishers and advertisers will need to double down on first-party data strategies to reach the right audiences effectively.
• Contextual Targeting Makes a Comeback: As privacy concerns push the industry away from personal data, contextual targeting will regain momentum, offering an effective way to match ads with relevant content.
• CTV Advertising Continues to Grow: With CTV adoption rising, digital advertisers will invest more in connected TV campaigns, tapping into its growing audience.
• AdTech Companies Team Up: Rising tech costs and increasing competition from industry giants will push more adtech companies to join forces or acquire smaller players.
• AI Enhances Digital Campaigns: AI-driven tools are helping marketers create smarter, more efficient campaigns that maximize ROI while maintaining user privacy.

First-Party Data Takes Center Stage

Safari and Firefox have already phased out third-party cookies, and while Google scrapped its original deprecation plan for Chrome, it’s now shifting to an opt-out model, with more details still to come. Instead of waiting to see what happens next, companies are moving toward cookieless alternatives to stay ahead of evolving privacy regulations like GDPR and CCPA.

The solution? First-party data.

With first-party data, advertisers and publishers collect information directly from users, with their consent. This approach not only provides higher-quality data but also builds user trust and allows for more personalized, relevant ad experiences.

Think email signups, website activity, and purchase history—these are all valuable sources of first-party data. We cover more ways publishers can gather and leverage first-party data in this post.

Our Prediction: In 2025, expect companies to get smarter and more creative with first-party data strategies, because staying ahead of privacy shifts isn’t optional anymore. Transparency will be key, but so will innovation.

Contextual Targeting Makes a Comeback

As third-party cookies fade out, it’s no surprise that contextual targeting is making a major comeback. Unlike behavioral targeting, which relies on tracking users’ browsing habits, contextual targeting places ads based on the content of the page.

Here’s how it works:

• You might see an ad for hiking boots on a blog about hiking trails.
• Or a Samsung smartphone ad popping up in an article about the best smartphones.
• And maybe an ad for reading glasses on a book review page.

You get the idea. Contextual targeting has been around for a while, but with the advancements in AI and machine learning, it’s becoming even more powerful. Today’s tech can analyze not only keywords, but also tone, sentiment, and even visuals, making sure that the ads are highly relevant to the content.

For publishers like you, this is a game-changer. It’s a privacy-friendly way to serve ads that resonate with your audience, and it can help keep ad costs lower than behavioral targeting. It’s a win for both you and advertisers.

Our Prediction: In 2025, we expect AI to push the limits of what’s possible in contextual advertising, making it smarter, more efficient, and more effective than ever before. The ability to serve highly relevant, personalized ads will reach a whole new level, changing the game for both publishers and advertisers alike.

CTV Advertising Continues to Grow

Connected TV (CTV) is on the rise, and it’s no surprise. In fact, CTV ad spend in the U.S. is expected to grow 10% annually through 2027. But you might be wondering, what exactly is CTV? Simply put, CTV refers to any internet-connected device that lets users stream digital content. This includes smart TVs, gaming consoles, and streaming devices. If you own an Apple TV, Amazon Fire TV Stick, Roku, or Nintendo Switch, you’re already using CTV.

It’s important not to confuse CTV with OTT (over-the-top) content. OTT is all about streaming content over the internet—think Netflix, Amazon Prime, or Hulu. It’s the method of streaming. CTV, on the other hand, is the device used to watch that content.

The growth of subscription-based streaming services and the increasing affordability of smart TVs have led to CTV becoming more popular than traditional linear TV. In fact, according to eMarketer, CTV households in the U.S. actually surpassed linear TV households in 2024, more than doubling them! That’s a massive shift in viewing habits, and it means CTV advertising is a channel you simply can’t afford to ignore.

However, there’s a catch. Measuring performance on CTV isn’t as straightforward as traditional TV ads and it doesn’t rely on audience identifiers like cookies. That means precise targeting is more important than ever. Advertisers need to go beyond basic demographics and focus on what users are watching, from the genre of content to the specific emotions and audio cues in a scene.

Our Prediction: As AI continues to improve contextual targeting, we expect it to transform CTV into a channel full of potential. Advertisers will use this smarter targeting to drive higher engagement and conversions, making CTV an even more powerful platform for reaching the right audience.

AdTech Companies Team Up

Mergers and acquisitions are sweeping the AdTech industry in 2025, and as publishers, it’s important to stay in the loop. For example, The Trade Desk is acquiring Sincera, a startup that focuses on media telemetry data. Closer to home, Snigel has merged with Publisher Collective. So, what’s behind this trend?

A few key factors are driving this shift:

• The rising costs of tech innovation and privacy compliance.
• A growing demand for integrated, full-stack solutions.
• Intense competition from tech giants like Google.

So, what does this mean for you as a publisher? There’s a silver lining. Larger platforms often come with better capabilities, stronger privacy compliance, and greater efficiency. But it’s not all positive. With fewer players in the market, we could see less competition, which may lead to more monopolistic behavior.

Our prediction: As consolidation continues, the challenge will be finding the right balance between efficiency and fair competition. As a publisher, it’s crucial to keep a close eye on how these changes affect your options and opportunities moving forward!

AI Enhances Digital Campaigns

This wouldn’t be a “trends in 2025” blog without mentioning AI. AI is reshaping digital marketing, but not by replacing marketers (as many have claimed). It’s making their jobs easier.

From creating content and images to optimizing campaigns, AI-powered tools can help marketers generate compelling ads at scale, segment audiences more effectively, and analyze tons of data to make campaigns more impactful.

But it doesn’t stop there. Predictive analytics is becoming a bigger player, helping forecast trends and consumer behaviors so that marketers can deliver more relevant, data-driven ads. This means campaigns can be even more tailored to particular audiences, improving engagement and boosting results.

Our Prediction: As AI continues to evolve, you’ll see smarter, more efficient campaigns that not only maximize your ROI but also respect user privacy, keeping you in line with changing regulations and consumer expectations. The future is AI-powered, so we’ve all got to embrace it.

Final Thoughts

If we had to sum up the AdTech industry in 2025 in one word, it would be adaptability. The key to success is staying flexible, embracing new channels, using the full potential of AI to improve efficiency and performance, and adopting privacy-compliant data practices. All of these are essential for strengthening your digital advertising strategies and future-proofing your approach.

At Snigel, we’re excited to support you on this journey. If you're looking to level up your ad monetization strategy and stay ahead of these evolving adtech trends, don’t hesitate to reach out. Our AdOps experts are ready to guide you every step of the way!